Mobile marketing : a study of growing trends and how to influence thoughts and change behaviours

Abstract

Purpose The purpose of this dissertation is to present investigative research on the relevant trends in mobile marketing and factors that can influence behaviour. Design/Methodology/Approach: The research approach involved multiple methods. The methods used were; Qualitative; where the author became an observant participant whilst also conducting one on one interviews with mobile marketing recipients’; and a Quantitative approach; which involved the collection and analysis of data collected through a structured questionnaire. Findings: Being an investigative research, finite conclusions cannot be drawn from this dissertation. However, general observations gathered on the subject matter found that mobile marketing has become the dominant marketing method employed by marketers. In addition, marketers may capture recipients’ attention by sending advertising messages that are relevant. Whilst research found that the majority of mobile marketing recipients found mobile marketing intrusive, they were willing to receive content they found informative and interesting. Research Limitations/Implications: Being a massive topic which is in its initial stages of research, this dissertation is the first of its kind in Malta. All being relevant, the author has discovered opportunities which may exist to mobile marketers in Malta. Practical Implications: This study may be followed up with deductive research on the subject. This dissertation provides initial insights of what that matter may undertake. Originality/Value: Every smartphone user in Malta has the capacity to receive mobile marketing. However, very little research is present and existing studies have some opposing opines and are widely dispersed, in that they are not available in one distinct area. This study attempts to highlight the main aspects of the growing trends of mobile marketing and how the subject relates to marketers and recipients’ of mobile marketing advertisements by interviewing Maltese experts and gathering opinions from the Maltese public.